Vol. 11 No. 1 (2022)
Original Research Article

Developing wine tourism experiences. A discrete choice analysis using best-worst scaling data

Giacomo Del Chiappa
Department of Economics and Business. University of Sassari & CRENoS, Sassari
Juan Carlos Martin
Institute of Tourism and Sustainable Economic Development (TIDES), University of Las Palmas de Gran Canaria, Las Palmas
Concepción Román
Institute of Tourism and Sustainable Economic Development (TIDES), University of Las Palmas de Gran Canaria, Las Palmas
Published May 11, 2022
  • wine tourism,
  • Sardinia,
  • choice experiments,
  • Best-Worst Scaling,
  • discrete choice models
How to Cite
Del Chiappa, G., Martin, J. C., & Román, C. (2022). Developing wine tourism experiences. A discrete choice analysis using best-worst scaling data. Wine Economics and Policy, 11(1), 107-126. https://doi.org/10.36253/wep-9946


The aim of this research is to aid winery managers in bundling a plethora of different service features to meet the wine tourists’ expectations. A discrete choice model using best-worst scaling (BWS) data is estimated to obtain the relative importance of the attributes included in the analysis. Findings show that the most important aspects that make wineries attractive are: to offer wine tastings and “tour & visits”, to provide visitors with wine specialists/tour guides and, finally, to make the surrounding area and natural environment as pleasant as possible. Furthermore, the study highlights that wine tourists’ preferences are heterogeneous.


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